Abandoned Checkout
28%
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Who are Astrid & Miyu?
Astrid & Miyu is a London-based jewellery brand built around the idea that jewellery should feel personal, not precious. Founded in 2012, the brand has grown into one of the UK's most-loved accessories labels, selling everything from everyday gold hoops to personalised charms and layered necklaces across its own DTC site and flagship stores.
Their aesthetic is considered and accessible - pieces designed to be worn daily, gifted thoughtfully, and collected over time. With a large and loyal customer base and a product range that spans impulse buys to considered purchases, Astrid & Miyu sits in a rich sweet spot: high enough in quality to carry real meaning, accessible enough to convert at scale.
So Close, Yet So Far
Abandoned checkout is one of the most commercially loaded segments in DTC. These are not casual browsers - they are customers who found a product, added it to their basket, and walked away mid-purchase. In jewellery, where the decision is often emotional and personal, the gap between intent and conversion is frequently just a moment of hesitation.
Astrid & Miyu's email flows were already working hard, but like all digital flows, they have a ceiling. The shoppers who weren't opening those emails - the unreachable segment of lapsed intent - were slipping through without a recovery flow. Digital retargeting can have diminishing returns in competitive categories, with competing brands fighting for the same eyeballs.
Through the Door, Not the Inbox
Astrid and Miyu partners with Paper Run to run an automated abandoned checkout flow, targeting shoppers who left without completing their purchase. The flow identifies abandonners, and automatically triggers a physical direct mail piece in the weeks that follow, arriving at the customer's home when the moment of intent, though briefly interrupted, is still alive.
The mailer carries Astrid and Miyu's visual identity and reflects the quality of the product the customer came close to buying. A holdout group is maintained throughout, giving the CRM team a clean measure of the true incremental impact of the physical channel on checkout recovery, isolated from organic conversion that would have happened regardless.
Recovered Revenue, Proven Impact
The abandoned checkout flow delivers a 5.9x incremental ROAS, measured against the holdout group. In a category where a single conversion can represent a high-value purchase and the lifetime value of a returning customer is significant, the downstream return on each recovered checkout is considerably higher than the immediate transaction implies.
The flow runs continuously, working in the background to recover revenue from a segment that would otherwise be left to the diminishing returns of email retargeting alone.
"Direct mail always felt like a leap of faith. Paper Run have turned it into a proven channel and it runs on autopilot"
Head of CRM, Astrid and Miyu
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